James Jerome Gibson (1904–1979) was an American psychologist, considered one of the most important 20th century psychologists in the field of visual perception. In his classic work The Perception of the Visual World (1950) he rejected the fashionable behaviorism for a view based on his own experimental work, which pioneered the idea that animals 'sampled' information from the 'ambient' outside world. He also coined the term 'affordance', which refers to the opportunities for action provided by a particular object or environment. This concept has been extremely influential in the field of design and ergonomics: see for example the work of Donald Norman who worked with Gibson, and has adapted many of his ideas for his own theories. [1]

I seem to be, to my surprise, a member of a large profession. There are some 20.000 psychologists in this country alone, nearly all of whom have become so in my adult lifetime. They are all prosperous. Most of them seem to be busily applying psychology to problems of life and personality. They seem to feel, many of them, that all we need to do is to consolidate our scientific gains. Their self-confidence astonishes me. For these gains seem to me puny, and scientific psychology seems to me ill-founded. At any time the whole psychological applecart might be upset. Let them beware! [2]

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In his classic work The Perception of the Visual World (1950) he rejected the behaviorism then fashionable for a view based on his own experimental work, which pioneered the idea that animals 'sampled' information from the 'ambient' outside world. He also invented the word 'affordance': the interactive possibilities of a particular object or environment. This concept has been extremely influential in the field of design and ergonomics: see for example the work of Donald Norman who worked with Gibson, and has adapted many of his ideas for his own theories.

In his later work (such as, for example, The Ecological Approach to Visual Perception (1979)), Gibson became more philosophical and criticised cognitivism in the same way he had attacked behaviorism before. Gibson argued strongly in favour of 'direct realism' (as pioneered by the Scottish philosopher Thomas Reid), as opposed to cognitivist 'indirect realism'. He termed his new approach ecological psychology. He also rejected the information processing view of cognition. Gibson is increasingly influential on many contemporary movements in psychology, such as situated cognition.